Global Brand Expansion Unpacked

We work a lot with global brands looking to enter the U.S. market or expand its presence in this region, as well as with American businesses targeting overseas markets. We observed how thorough consumer research and an understanding of cultural nuances contributed to successful market entry or expansion.?

With the key focus areas we've identified over years of working in consumer research, we ensure that a lack of local market knowledge won’t derail your brand strategy and limit growth opportunities.

1. Purchasing behavior

Consumer habits vary significantly from market to market. What motivates buyers in one region may not resonate in another, which is why even successful products can struggle to launch internationally.

Understanding local purchasing behavior—how and why people make buying decisions—is essential. Before crafting your strategy, you need to pay attention to:

• Online vs. in-store shopping
• Price sensitivity
• Brand loyalty
• Cultural values
• and other factors that will help you define your local consumer.

2. Language barriers

Clear communication is crucial, and it’s more than just translating your content. Consumers respond to brands that speak their language—both literally and culturally. Language nuances, slang, and even product names can differ in meaning across regions.

In a recent study for a European online fashion retailer expanding into the U.S., we discovered that, despite the website being fully translated into English, consumers felt that the brand didn’t use the language typically found on local platforms. This made it difficult to navigate the website, negatively affecting their discovery and checkout experience.

3. Local holidays

Timing can make or break a campaign. Local holidays, cultural events, and even shopping festivals can significantly influence consumer demand.?

By considering the market's calendar, you can align product launches, promotions, and marketing campaigns with key dates that matter most to your target audience. Beyond timing, understanding the cultural significance behind these events ensures that your brand comes across as thoughtful and relevant, rather than out of touch.

4. Partnerships

Building relationships with the right local partners is key to success, as it provides your brand with the credibility that many new entrants may lack. While partnering with local distributors, influencers, or organizations can significantly help your brand, selecting the right ones without deep immersion into the local consumer journey is challenging.?

For example, when a global QSR chain thought to win a larger share in the U.S. market, our research showed that current influencer partnership wasn’t resonating with consumers. The personality of the well-known influencer didn't match with the brand’s image and consumers viewed the campaign as "just another commercial" that failed to attract attention.

At the same time, consumers shared their preferences for influencers who would make it an authentic partnership for this brand which would give the brand immediate credibility.?

If you’re looking to expand your brand presence into a new market and need insights to support your strategy, book a time to chat: https://www.remcalinsights.com/